BM—09 / WEB / EN The Foundation · work 03

Your page gets visitors. How many of them do anything?

HEADER · PROOF · THE THREE STEPS · PRICE · QUESTIONS · ONE SINGLE ACTION

Most sites are brochures: they look good, they say who you are, and they leave the visitor exactly where they found them. A page that converts does something else — it carries a stranger, in order, from “who are these people” to “I'm writing now”. That order can be drawn. Below is the drawing.

01 — Diagnosis BM—09.1 / WHY THEY DON'T CONVERT

Three reasons a beautiful page brings in no clients.

None of them is about design. All three get solved before anybody opens an editor.

It talks about you “We're a passionate team with over ten years of experience.” The visitor isn't looking for that. They're looking for an answer to their problem, and you have four seconds to show them you've understood it.

It asks for four things at once Subscribe, call us, download the guide, follow us on Instagram. Four actions on one page means, in practice, zero. Attention doesn't get divided, it gets lost.

It promises without demonstrating “Guaranteed results”, “tailored solutions”, “premium quality” — without a single number, a real name or a case anybody could check. Adjectives convince nobody who has money to hand over.

Lincoln is credited with a good line for this: give me six hours to chop down a tree and I'll spend the first four sharpening the axe. On a capture page, the sharpening is the decision about what you say and in what order. The building part comes last and is the short one.

The golden rule, from here on: every element on the page answers a question the visitor already has. If it answers none of them, it gets cut.

02 — The anatomy BM—09.2 / THE SIX PIECES

Six pieces, in the order the questions arrive.

It isn't a template to arrange on a page, it's a sequence. Skip one and the visitor is left with an unanswered question — and people with unanswered questions don't press buttons.

Seconds 1—5 The header What you do, for whom, what they gain from it. Three lines, above the fold, no metaphor. If they don't recognise themselves here, the rest of the page doesn't exist.

The silent objection The proof Results with numbers, real names, screenshots, one case carried all the way through. A single checkable thing beats ten superlatives.

Three steps How it works What concretely happens after they click. Fear of the unknown stops more people than price does.

Transparency The price The number, on the page. Whoever doesn't have the budget leaves on their own, and you stop burning calls to find that out at minute twenty.

Before they ask The questions The seven things you hear on the phone anyway, written down in black and white. Every written answer is a shorter call.

Only one The action One button, repeated as often as needed. Not five different buttons fighting each other over the same click.

03 — The sequence BM—09.3 / THE ROAD TO THE CLICK

Nobody presses the button in the first row. There are four steps, in order.

A button placed in the header, on a page that hasn't demonstrated anything yet, asks for step four from somebody still on step one.

The order can't be skipped

Step 01 They like you The tone, the images, the way you write. It's decided in a few seconds and it isn't a rational decision. This is where the brand works, not the copy.

Step 02 They trust you Proof, names, checkable numbers, your face. Liking without trust goes nowhere — they like you and they leave.

Step 03 They've decided They've understood what they get, what it costs and what comes next. This is where the price, the three steps and the questions work.

Step 04 They click Only now does the button's label matter. Up to here, the words on it changed nothing.

That's why so little changes when you swap “Send” for “I want the offer”. The button is the last step, not the first. If the page doesn't climb the first three, the fourth row stays empty whatever it says on it.

04 — The work BM—09.4 / WHAT YOU GET

Site plus first campaign. The third work in the Foundation.

Not a brochure site. A capture page built on the structure above, with the form wired into the system and the source of every lead tracked from the post to the conversation.

Work 03 · Web Three weeks

On request assisted work, in Romanian

The capture page, written on the six pieces — header, proof, the three steps, price, questions, one single action.
The form wired into the system, not a mailto. Every submission goes into the same list as the rest of the leads.
Source tracking: every post carries a code, and the code tells you which piece the person came from. The mechanics are described on the leads page.
I write the copy myself, in an interview with you. You don't get an empty document to fill in — that's the rule everywhere here.
Handover happens with you on the screen, so you can change afterwards whatever needs changing, on your own.

Structure and copy Interview, section order, every line written and approved before a single pixel exists.

Design and build The page built on the approved copy, phone first. Speed and accessibility checked, not assumed.

Campaign, tracking, handover The first campaign launched, source codes placed on the pieces, the form tested end to end, and the handover on screen.

Web makes sense after positioning. Otherwise I write a flawless header for a message that hasn't been decided yet, and two months later we rewrite it together. See works 01 and 02 or the complete Foundation, where the four taken together cost less than piece by piece. Price on request.

05 — To avoid BM—09.5 / FOUR MISTAKES

Four things that ruin an otherwise good page.

You see them on most service sites. None of them costs money to fix — it only costs a decision.

Too much text If the third sentence isn't read, the thirtieth won't be either. People skim, so you write for skimming: headings that say something on their own.

Buttons in conflict Every extra action splits attention. One page, one action — the rest are links, not buttons.

Stock images People recognise stock by reflex, and the reflex says “these people have nothing real to show”. A bad photo of you beats a perfect photo of somebody else.

A form with fifteen fields Ask for the name, the address and one sentence about what hurts. The rest comes out on the call, where you have to talk to the person anyway.

The guide, as a PDF

The complete structure, with copy examples for each of the six pieces.

To read offline or pass on to whoever builds your site. It starts immediately, not in three days.

One email, on request. I don't add you to any list and I don't pass the address on — see the privacy policy.

Your page gets visitors. Does it convert them too?

In a twenty-minute conversation we look at the page you have now and I tell you which of the six pieces is missing. If none is missing, I'll tell you that too.

Let's talk Or see all the pricing and how a lead gets tracked.